Social media trends come and go in the blink of an eye. Most of the time, these trends are just for fun, but occasionally, an online movement will attempt to tackle a serious issue within pop culture. Most recently, the University of South Carolina’s Mental Illness Needs Discussion club (USC MIND) ignited the “#SpeakYourMIND” Ice Bucket Challenge. In a matter of days, the nomination-based challenge spread across America and into the upper school community. However, while dumping a bucket of ice-cold water on your head seems like an entertaining video to post, it accomplishes nothing without a sense of purpose and understanding behind it.

The Ice Bucket Challenge isn’t new. During the summer of 2014, it grew viral to bring awareness to and fund research efforts for the neurodegenerative disease ALS. The trend resurfaced over a decade later to promote understanding and counter stigma surrounding mental health struggles. MIND’s founder, Wade Jefferson, said, “Conversations about mental health should be just as common and […] comfortable as conversations about physical health.” It also aimed to raise money for the Active Minds organization and has garnered over $420,000.

Despite the challenge’s initial positive intentions and virality, it had far less impact than the ALS challenge a decade ago. According to the ALS Association, the Ice Bucket Challenge in 2014 raised $220 million worldwide, 523 times more than in 2025, even though it was held 10 years ago when social media was far less widespread.

This issue doesn’t just lie in monetary contributions. Social media movements, not just the USC MIND challenge, have struggled to hold meaning and relevance in recent years. Although many students participated, the USC MIND challenge seemed like a popularity contest. Videos of friend groups dumping water on each other, giggling and nominating only others in their group don’t accomplish any goal of supporting and spreading awareness of mental health struggles. To those left unnominated, the experience might have even felt isolating and exclusionary, especially since social struggles are a common cause of mental health issues amongst teens.

Digital activism has grown increasingly performative. According to the Humanitarian Academy for Development, critics point to social media activism as “clicktivism” and believe it is ineffective. Participating in a challenge or reposting an Instagram post can allow someone to feel like they are making a change or portray themselves as kind or moral, but really accomplishes little.

Unlike trends, social issues don’t go away in a matter of days, so it is important not to treat them like one. Social media can spark awareness more quickly and effectively than other means. Still, while reading more and understanding a movement is essential, such awareness should translate into action, big or small. If plausible, donating can be a powerful way to support those driving change, but it shouldn’t stop there; everybody can make an effort, and the combined effort leads to progress. So, instead of simply reposting on Instagram, follow the actions outlined in the post and try to fulfill them.

In the case of the Ice Bucket challenge, which symbolized the sudden and shocking effects of mental health, there are many meaningful actions people can still take long after the challenge lost relevance. To positively impact the community, reach out to a friend to check in, even if they seem fine. Hold space for others to let out their feelings, even if it feels unexpected, and reconsider how to talk about mental health. When participating in challenges, nominate more than just friends and encourage action-based awareness. Spread the message to new, less familiar people or those who could benefit from it. Beyond this challenge and with any issue, holding meaningful discussions can build or shift perspectives, which leads to different actions and eventually change.

Furthermore, everyone should take care of themselves. Many online movements focus on how individuals interact with others, but truly resonating with the message personally allows for self-care and for awareness to be spread with authenticity and purpose.